Online Advertising key terms and concepts
Ad Space The allotted space on web pages available for online advertising.
Animated GIF A GIF which supports animations and allows a separate palette of 256 colours for each frame. See GIF.
Banner An online advertisement in the form of a graphic image that appears on a web page.
Banner Exchange A symbiotic advertising initiative whereby businesses involved promote each other’s services and web sites on an exchange rather than paid basis. Also known as link exchange.
Call To Action A phrase written to motivate the reader to take action. (sign up for our newsletter, book car hire today etc.).
Click Through A click on a link that leads to another web site.
Click Tracking Using scripts to track clicks into and out of a web site. Can also be used to shield a link from being picked up as a back link to another site.
Click-through Rate The number and percentage of recipients who clicked on a particular URL included in an email, a web page etc.
Ad Space The allotted space on web pages available for online advertising.
Animated GIF A GIF which supports animations and allows a separate palette of 256 colours for each frame. See GIF.
Banner An online advertisement in the form of a graphic image that appears on a web page.
Banner Exchange A symbiotic advertising initiative whereby businesses involved promote each other’s services and web sites on an exchange rather than paid basis. Also known as link exchange.
Call To Action A phrase written to motivate the reader to take action. (sign up for our newsletter, book car hire today etc.).
Click Through A click on a link that leads to another web site.
Click Tracking Using scripts to track clicks into and out of a web site. Can also be used to shield a link from being picked up as a back link to another site.
Click-through Rate The number and percentage of recipients who clicked on a particular URL included in an email, a web page etc.
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| Online Advertising key terms and concepts |
Cookie A small text file that is stored on an end-user’s computer that allow web sites to identify the user, and allow the web site owner to construct a profile of that user.
CPA Cost Per Action. Refers to the cost of acquiring a new customer. The advertiser only pays when a desired action is achieved (sometimes called cost per acquisition).
CPC Cost Per Click. Refers to when an advertiser only pays when their ad is clicked upon, giving them a visitor to their site - typically from a search engine in Pay Per Click search marketing.
CPM Cost Per Mille. Refers to Cost per 1000 ad impressions. An advertiser pays each time 1000 impressions of their ad are shown.
GIF Abbreviation of Graphics Interchange Format, a GIF is an 8-bit-per-pixel bitmap image format using a palette of up to 256 distinct colours. GIFs allow images to be compressed for faster display time.
Impression Fraud The act of deliberately generating impressions of an advert without the intention of clicking on the advert. The result is a reduction in click through rate which can affect Quality Score in PPC advertising and the ROI of a banner campaign.
Impressions The number of times a web page or ad is viewed.
IP Address Used to uniquely identify a computer and/or system on the Internet.
Landing Page The page a user reaches when clicking on a paid or organic search engine listing.
The pages that have the most success are those that match up as closely as possible with the users search query.
Popup Unrequested window that opens on top of the currently viewed window.
ROI Short for return on investment.
Traffic This refers to the visitors that visit a web site.
CPA Cost Per Action. Refers to the cost of acquiring a new customer. The advertiser only pays when a desired action is achieved (sometimes called cost per acquisition).
CPC Cost Per Click. Refers to when an advertiser only pays when their ad is clicked upon, giving them a visitor to their site - typically from a search engine in Pay Per Click search marketing.
CPM Cost Per Mille. Refers to Cost per 1000 ad impressions. An advertiser pays each time 1000 impressions of their ad are shown.
GIF Abbreviation of Graphics Interchange Format, a GIF is an 8-bit-per-pixel bitmap image format using a palette of up to 256 distinct colours. GIFs allow images to be compressed for faster display time.
Impression Fraud The act of deliberately generating impressions of an advert without the intention of clicking on the advert. The result is a reduction in click through rate which can affect Quality Score in PPC advertising and the ROI of a banner campaign.
Impressions The number of times a web page or ad is viewed.
IP Address Used to uniquely identify a computer and/or system on the Internet.
Landing Page The page a user reaches when clicking on a paid or organic search engine listing.
The pages that have the most success are those that match up as closely as possible with the users search query.
Popup Unrequested window that opens on top of the currently viewed window.
ROI Short for return on investment.
Traffic This refers to the visitors that visit a web site.
